MEDIA: FOR THE RECORD
By ALASDAIR REID, campaignlive.co.uk, Friday, 17 April 1998 12:00AM
TMD Carat has come up with a weather-sensitive media strategy for ICI’s Polycell and Cuprinol brands. The ten-second commercials targeting DIY enthusiasts will be interchanged according to weekend weather forecasts. If the weather is likely to be warm and dry, advertising for the outdoor wood preservative, Cuprinol, will run more frequently. If the forecast is cold and wet, ads for the interior product, Polycell, will be screened. The campaign will run on ITV, Channels 4 and 5 and satellite channels.
TMD Carat has come up with a weather-sensitive media strategy for
ICI’s Polycell and Cuprinol brands. The ten-second commercials targeting
DIY enthusiasts will be interchanged according to weekend weather
forecasts. If the weather is likely to be warm and dry, advertising for
the outdoor wood preservative, Cuprinol, will run more frequently. If
the forecast is cold and wet, ads for the interior product, Polycell,
will be screened. The campaign will run on ITV, Channels 4 and 5 and
The London radio station, Virgin 105.8 FM, has been fined pounds 2,000
by the Radio Authority for failing to comply with its promise to
broadcast community campaigns. Virgin is required to carry ten week-long
campaigns each year covering social issues relevant to its target
audience. Only seven campaigns were broadcast in 1996/7 and none were
aired from April last year.
Blink TV, the big-screen company that runs programming and advertising
at major rock events, has signed up to provide a service for the Spice
Girls’ UK tour. Blink, which has just handed its advertising sales
contract to Laser Sales, already had a deal in place to support the
group’s European tour.
Media Audits has expanded into Asia Pacific by opening an office in
Sydney. Fran Marshall, former marketing services director at the TV
station, Network Seven, has been made managing director of the new
operation. Tony Ayers, group chief executive of Media Audits, said: ’We
have a track record of improving media value by 5 to 20 per cent in most
markets. We see no reason why this should not be replicated in
CIA Media Solutions has won the media buying for the Swiss watch
manufacturer, Longines. The account is worth pounds 500,000 and follows
the pounds 11 million Time Computers account the agency picked up
earlier this year.
Loot’s Website has received its first ABC electronic audit, revealing
that between 2 February and 4 March 2,496,457 page impressions were
logged, with an average 80,531 page impressions per day.
Air Canada is to sponsor London News Radio’s International Business
Bulletin on News Direct 97.3 FM. The trailer, which will be aired four
times a day during drivetime, is aimed at businessmen flying to Canada.
The sponsorship was put together by Air Canada’s media agency, Universal
The National Magazine Company has appointed Lara Tabor as sales
development manager for its parenting title, M, to launch next month.
She previously worked on the launch of the health and beauty magazine,
The Observer and Guardian have reshuffled their editorial staff. Jocelyn
Targett, deputy editor of the Observer’s features, has become the
paper’s deputy editor. Paul Webster, the Observer’s deputy editor of
news, has been made foreign editor across the Guardian and the Observer,
as well as assistant editor of the Guardian.
Barclays Savings, a division of Barclays Bank, has signed a six-month
sponsorship deal with Classic FM, worth pounds 400,000. Barclays Savings
will sponsor the Sunday afternoon show, Across the Threshold with David
Mellor, in a deal put together by MediaVest.
Penguin Books will dominate the advertising in the Times’s first Crime
Fiction supplement. Total Media, Penguin’s media planning and buying
agency, has advertised books by the publishers’ authors, PD James and
Elmore Leonard, in the supplement, as well as spots for Ruth Rendell,
who is featured in an article.
The Media Factor has been appointed to handle media buying for Loot, the
free ads paper. The first activity in the pounds 250,000 task will be a
radio campaign designed to drive sales in the London and the North-west.
This article was first published on campaignlive.co.uk
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